A Study On The Strategy Choice And Implementation Of Zhaogui Cosmetic Company

With the development of economy and opening up policy, the cosmetic industry develops very fast. At the same time, with the strengthen consciousness of the protection of environment, the zoology cosmetic made of pure crude foliage become more and more welcome. Thus the competition of the cosmetic market becomes more and more fierce. Foreign investment enterprises take advantages not only in high-tech products, at the same time, they try to penetrate into the ordinary market, the domestic enterprises, face increasing pressure to exist. At present, China's enterprise mainly is composed of small and middle sized ones, so the existence and development of them affect the existence and the development of the national industry directly. How to stand in the market of fierce competition is really a urgent problem to the small and middle sized cosmetic enterprises.Zhaogui Company is a company to manufacture aloe cosmetic. Basing on the problems and challenges facing by Beijing Zhaogui Company, this paper presented the theory of strategy management and its importance first. Then the paper expatiated the three main school of competition strategy: industrial structure school, core competition school and strategic resource school. After the expatiation of the strategy theory in detail, the paper analyzed the advantages and disadvantages of the inside and outside environment of the company using PEST matrix, IFE matrix, EFE matrix, Michael Porter's five competing ability model and CPM matrix, reached the conclusion that the superiority and inferior position, opportunity and threaten. Basing on this, made the appropriate development strategy combination, after analyzing the present competition environment using SWOT method and QSPM .Finally the paper proposes to create core competing ability, build the excellent enterprise culture, perfect the management of dealer and create the learning organization to make sure the implementation of the strategy. As Zhaogui Company is a representative of the small and middle sized enterprises, the conclusion of the paper can be used in similar enterprises for reference.